Modeling Factors Influencing Brand Extension in Professional Football Clubs

The aim of this study was modeling factors influencing brand extension in Iran professional football clubs. The research method was descriptive and survey. The statistical population consisted of sport management postgraduate students of Iran universities. Sampling was conducted by multistep cluster method and data were collected from universities in Tehran city, Ferdowsi University of Mashhad, Isfahan University and Razi University of Kermanshah (n=300). A questionnaire with 5 parts (brand equity, fan team identification, rules, marketing activity and brand extension) was used to collect data. The reliability and validity of the questionnaire was reviewed and approved before it was used. Confirmatory factor analysis was used to examine construct validity and the structural equation modeling in Lisrel software was used to offer the research model. The model test results showed that model fit with data was good and impact coefficients of rules (0.5), brand equity (0.37), marketing activity (0.27) and fan team identification (0.17) were significant on brand extension of professional football clubs.